An advertiser wants to achieve the top position in paid search results. Which recommendations would improve
Correct Answer
Improve Quality Score and increase cost-per-click (CPC)
Why is this the correct answer?
To achieve the top position in paid search results, an advertiser should improve their Quality Score and increase their cost-per-click (CPC). Ad Rank determines position and is calculated as CPC bid multiplied by Quality Score plus the expected impact of ad extensions. To win the top position, both levers need to be maximised — a higher CPC bid increases the financial component of Ad Rank, while a higher Quality Score (through better ad relevance and landing page experience) multiplies the value of that bid. Together, these changes produce the highest possible Ad Rank.
Why are the other options incorrect?
Decrease cost-per-click (CPC) and increase daily budget
Decreasing CPC while increasing daily budget would allow more clicks at a lower bid level but would reduce Ad Rank — a lower CPC means less competitive bids in the auction, making top position less likely.
Decrease cost-per-click (CPC) and decrease daily budget
Decreasing both CPC and daily budget would reduce Ad Rank and spending simultaneously — this is the opposite of what is needed to achieve top position.
Improve Quality Score and decrease cost-per-click (CPC)
Improving Quality Score while decreasing CPC creates a conflicting outcome — the Quality Score improvement raises Ad Rank but the CPC decrease lowers it. The net result is uncertain and unlikely to achieve top position.
Real-World Example
A legal firm wants top position for the keyword personal injury lawyer. They improve Quality Score from 5 to 8 by rewriting ad copy and redesigning the landing page, then increase max CPC from £5 to £8. Their Ad Rank rises from 25 to 64, moving them from position 3 to position 1 — consistently appearing above all competitors.